When it comes to any product someone is trying to sell, the brand and image play a huge part in it, sometimes even more so than the product itself. With sports, obviously things are a little different, since you will have die hards for every team, even if the team uniform required them to wear underwear over their pants (coincidentally the Caps came close to this back in the day with their infamous white pants). But I was wondering how much importance do you place on your team logo/colors. Are they near and dear to your heart? Or are they simply a picture? How much do you think logos contribute to the overall feel/personality of the team, as it is essentially their own "brand". From my speculation, I think logos and colors can go a long way. Take for instance the Dallas Stars. Here is a team that had at least respectable jerseys 5 years ago with what was a unique color in the league. After the whole Rbk Edge debacle in 2008, their image was completely transformed into a psuedo basketball team with their horrific home uniform. Bland in all aspects. Being a Texan, I like the Stars, but I don't follow them very much and consider myself an outsider. From this perspective, whenever I think of the Dallas Stars, I think of a team that's dull and doesn't have any distinct personality. This is most likely completely unfounded in reality, but subconsciously their new image has caused me to think that way. Imagine them going back to North Stars type green. It almost instantly feels like a product with more cache and appeal. More appeal is better for business in terms of selling merchandise, and most importantly putting butts in the seats (please don't make this a "the sunbelt expansion failed" thread). So what do you think? What other examples can you think of where poor branding has caused you to prejudge a team?